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Wendy’s Kills Its Popular Pretzel Bun—for Brioche?

Wendy's Bacon Portabella Melt on Brioche
Wendy's Bacon Portabella Melt on BriochePhotograph courtesy of Wendy's Company

Since Wendy’s launched the pretzel bun in July, it has spouted nothing but praise for its bread-y sandwiches—even persuading 98 Degrees star Nick Lachey to sing love songs about them based on customers’ tweets. All the manic buzz helped to make the Pretzel Bacon Cheeseburger among the chain’s best-selling, limited-time offers in decades. And when that promo ended, it revived the pretzel bun via a chicken sandwich this fall. How is Wendy’s handling the success? Quitting while its ahead, it seems. For now, the pretzel bun’s days at Wendy’s are over—enter the brioche bun.

Wait a flame-broiled minute—why would Wendy’s want to end such a successful promotion? And what the heck is brioche? (Look it up, dude.) “We said all along that the pretzel bun was an LTO sandwich,” spokesman Denny Lynch says in an e-mail, using the abbreviation for “limited time only.”